Almost two years ago, we did a campaign against discrimination of people with Hiv.

Our research showed that - despite good factual knowledge among the general population of how hiv is transmitted - people with hiv still experience being discriminated by colleagues at work, and by people in general.

Healthy people's feeling of 'just-in-case', we found out, was the key driver for the (often non-intended) discriminating behaviour towards people with Hiv. And became the main insight we developed the campaign around.

Although primarily being a print-driven campaign around the headline "Are you affraid of a towel?" (other versions were...affraid of a coffe cup, ...affraid of a donut etc), one of the elements was this 'undercover'-movie filmed on a public toilet in Copenhagen. Our aim was to show the (pointless) behaviour towards Hiv.

Basically, we set up to sets of towels, each with their own little sign:

"Brugt af ikke hiv-smittede" (not used by people with hiv)
"Brugt af hiv-smittede" (used by people with hiv)

Despite our research and findings, the outcome still surprised us....